Jockey Unveils JKY Groove Winter Drop With Youth-Led Campaign

Jockey India has launched the latest drop from its athleisure label JKY Groove, supported by a youth-focused, multi-platform campaign designed to deepen engagement with Gen Z consumers across India.

The initiative strengthens the brand’s presence in the fast-growing athleisure wear, casualwear, and streetwear-inspired apparel segment.

Created for the winter season, the new JKY Groove winter drop features a focused assortment of contemporary silhouettes and seasonal colour palettes aligned with current youth fashion trends.

The collection includes men’s and women’s styles such as oversized T-shirts, structured sweatshirts, wide-fit bottoms, and utility-led designs. Each piece is developed using fabrics that emphasise comfort, wearability, and durability, addressing everyday use across multiple settings.

• Jockey India launches JKY Groove Winter Drop with Gen Z–focused campaign
• JKY Groove winter collection targets youth-led athleisure and streetwear trends
• Jockey expands athleisure presence with multi-platform youth marketing push

Page Industries Ltd., the exclusive licensee of JOCKEY International Inc. in India, stated that the expansion of the JKY Groove athleisure line reflects changing consumption patterns among young consumers. Athleisure clothing has shifted from being occasion-specific to becoming a regular wardrobe choice, driven by flexibility, ease of movement, and styling versatility. The latest drop is positioned to meet these expectations while remaining accessible and practical.

According to Nihal Rajan, Chief Marketing Officer, Jockey India, JKY Groove has emerged as a strong youth-oriented brand proposition within the company’s portfolio. He noted that the current drop builds on earlier traction by introducing refreshed fits, updated colour stories, and designs suited to daily routines spanning college, work, travel, and social settings.

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The collection is available across select Jockey Exclusive Brand Outlets, leading e-commerce platforms, and the brand’s official website, jockey.in, with an initial focus on metro cities. The integrated marketing campaign spans digital platforms, social media, in-store communication, and a central brand film, positioning the winter drop as a functional, style-driven athleisure collection for modern youth lifestyles.